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论文编号：	11372
作者编号：	2320170478
上传时间：	2019/12/13 10:44:15
中文题目：	B公司市场营销策略优化研究
英文题目：	Research on Marketing Strategy Optimization of Company B
指导老师：	牛建波
中文关键字：	市场营销；顾客价值；B公司；营销策略优化
英文关键字：	Marketing; Customer value; B company; Optimization of Marketing Strategy
中文摘要：	当前，我国居民与社会消费结构正经历一场全面升级，结构变化与品质升级成为本轮消费变革的主要关键词，顾客对服装产品从功能性需求逐步演变为对品牌的情感与价值需求，消费升级再度倒逼服装品牌的升级与企业竞争力的提升。 传统的以产品为中心的经营逻辑已经发生改变，新时代的企业需要新的经营思路与营销策略，企业要经历不同的发展阶段，经营者必须清楚认识到企业的所处的环境与面临的问题，并针对企业面对不同问题的特征，实施更有针对性、更有效的营销策略。本文将处于发展变革期的B公司为重点研究对象，并结合市场营销与顾客价值理论的研究与应用，以国内羽绒服领军企业B公司为例，分析了B公司基于当下发展阶段的面临的困境与问题，及其成因。通过研究，结合营销组合理论、顾客价值理论的应用，本文提出针对B企业竞争环境的市场营销优化策略，即以产品为主的营销模式向以顾客价值需求为主、结合产品创新、整合传播、渠道发力、增强消费体验等策略的转变，使公司能进入新一轮的生命周期再循环，改变顾客认知，增强核心竞争能力，最终健康、稳定、可持续地向前发展，同时，尝试丰富市场营销及顾客价值等理论内涵，揭示企业发展、创新、变革的规律，对于指导我国服装企业经营发展具有现实意义和社会价值。 本文基本研究思路为：第一，概述本文的研究背景与思路，可能的创新点与不足；第二，对本文应用的相关理论及文献进行回顾、梳理，为相关实践与研究奠定基础；第三，对B公司的发展现状与趋势，应用SWOT、EFE、IFE矩阵等分析工具对B公司经营实际与内外部环境进行剖析，重点对B公司企业营销实践过程中在品牌、渠道、产品、促销、服务等方面面临的问题与困境做了详细的分析和阐述。第四，应用市场营销相关理论，顾客价值创新理论针对上述营销问题提出可操作性强，符合企业实际的营销策略与基本的实施方案。第五，重点对相关营销策略实施的保障措施进行分析，重点从人才、组织、财务能力、企业文化等维度确保实施的效率与效果。第六，结合对B公司企业市场营销策略的研究，得出了本文的结论，并对未来研究方向进行思考与展望。
英文摘要：	At present, our country residents and social consumption structure is undergoing a comprehensive upgrade, structure change and upgrade quality become the main current consumption change keywords, consumers of clothing products from the functional requirements gradually evolved into demands for emotion and the value of the brand, consumer upgrade again reversed transmission clothing brand upgrade and improve enterprise competitiveness. The traditional product-centric business logic has changed. Enterprises in the new era need new business ideas and marketing strategies. Enterprises must go through different stages of development. Operators must clearly understand the environment and problems faced by enterprises. And implement more targeted and effective marketing strategies for the characteristics of enterprises facing different problems. This paper focuses on the research and application of Company B in the period of rapid development and change, and combines the research and application of marketing and customer value theory, taking the domestic down jacket leading company B as an example, and analyzes the difficulties faced by Company B based on the current development stage. With the problem, and targeted marketing strategies and development strategies. Through research, this paper attempts to propose a marketing optimization strategy for the competitive environment of B enterprises, that is, the product-oriented marketing model is based on customer value needs, combined with product innovation, integrated communication, channel power, and enhanced consumer experience. The transformation will enable the company to enter a new round of life cycle recycling, change customer perception, enhance core competitiveness, and finally move forward in a healthy, stable and sustainable manner. At the same time, try to enrich the theoretical connotation of marketing and customer value. Revealing the law of enterprise development, innovation and change has practical significance and social value for guiding the development of China's garment enterprises. The basic research ideas of this paper are as follows: First, summarize the research background and ideas of this paper, possible innovations and deficiencies; secondly, review and comb the relevant theories and literatures applied in this paper, and lay the foundation for relevant practice and research; For the development status and trend of Company B, apply the SWOT, EFE, IFE matrix and other analytical tools to analyze the actual operation and internal and external environment of Company B, focusing on the brand, channel, product, promotion, and marketing process of Company B. The problems and dilemmas faced by services and other aspects have been analyzed and elaborated in detail. Fourth, applying the relevant theory of marketing, the theory of customer value innovation puts forward the operability of the above marketing problems, and conforms to the actual marketing strategy and basic implementation plan of the enterprise. Fifth, focus on the analysis of the safeguard measures for the implementation of relevant marketing strategies, focusing on the efficiency and effectiveness of implementation from the dimensions of talent, organization, financial capabilities, and corporate culture. Sixth, combined with the research on the marketing strategy of company B, the conclusions of this paper are drawn, and the future research direction is considered and forecasted.
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